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Tourism employment in the Valencian Community will grow by 11.7% in 2024 and exceed 300,000 employees for the first time

The province of Valencia is the one with the highest number of employees in the tourism industry with 163,400, 30.3% more than in 2023, followed by Alicante with 107,100 and Castellón with 31,400 employees.
Councillor Marián Cano highlights that “these are very good results” and confirms that the tourism sector “is not only an important driver for the economy, but also for employment”
Tourism employment in the Valencian Community will grow by 11.7% in 2024 with an annual average of 301,800 employees, the highest number of employees in the historical series, according to the latest report prepared by Turisme Comunitat Valenciana regarding the evolution of the Active Employment Survey (EPA) in the tourism industry in the fourth quarter of the year and the average for 2024.

This is a significant increase compared to the average increase in employment in the Community, which stood at an increase of 1.8% year-on-year.

According to the aforementioned publication, the number of people employed in tourism activities, which includes transport, accommodation, catering, operators and travel agencies, vehicle rental, culture and leisure, increased in absolute terms by 31,550 people in the Valencian Community during the last year.

By province, Valencia is the one with the highest number of employees in the tourism industry in 2024, with an average of 163,400 employees, 30.3% more than in 2023; it is followed by Alicante, with 107,100; and Castellón, with 31,400 workers.

The number of employees has also been positive in all sectors of tourism. In the hotel and catering industry, the increase was 13.6% with 174,000 employees in food and beverage services, which is 20,900 more employees than the average for 2023. In the accommodation service, the number of employees amounts to 32,200, 7.1% higher than in 2023, which in absolute terms represents 2,200 more employees and 4,200 more than in 2019.

For the regional minister for Innovation, Industry, Trade and Tourism, Marián Cano, “these are very good results, which confirm that the tourism sector is, in addition to being an important driver for the economy, also for employment” and she has ratified the “absolute commitment of the Consell” to the development and promotion of tourism.

Cano also wanted to emphasise that “this growth in tourist employment confirms that the Valencian Community is, once again, facing a record year”, and these are figures that support, in his opinion, that “the destination is moving towards a higher quality and more diversified tourism model, in line with the tourism policies promoted by the current Consell”.

The Valencian Community leads growth in the last quarter of 2024

Furthermore, according to a report published by Turespaña, in the fourth quarter of 2024 the Valencian Community led the increase in tourism employment with 21.5% more employees year-on-year, followed by Madrid with an increase of 17.9%.

Specifically, the data show that, in the fourth quarter of 2024, the Valencian Community registered a total of 309,540 workers employed in tourism, a figure that represents 21.5% more than in the same quarter of 2023.

🌴 What’s On This Week – Costa Blanca

(Benidorm & surrounding areas)

Overview

This week across Benidorm, Altea, Albir, Finestrat, and La Nucía is mainly:

Weekly markets and street trading

Live music in bars and small venues

Early spring coastal tourism activity (boat trips, promenades)

Small cultural events and exhibitions

Gradual build-up toward May festivals in Benidorm

BENIDORM – Events and Activity

Markets and street life

Wednesday and Sunday main street markets (large general markets for clothing, food, and goods)
Old Town craft stalls operating in the evenings
Night markets becoming more active as tourist season builds

Cultural activity

Early preparations and signage for the Medieval Market coming soon in central Benidorm
Small pop-up performances in Old Town squares (musicians, street entertainment)

Nightlife and entertainment

Live music every night across the main strips (cover bands, tribute acts, karaoke)
DJ sets and bar entertainment increasing toward peak season
Rooftop bars and terrace venues reopening more consistently

Overall feel

Benidorm is in an active pre-summer phase with strong nightlife and steady tourist flow.

ALTEA – Cultural and coastal atmosphere

Old Town and culture
Art galleries and artisan shops open daily
Small exhibitions and cultural displays in local venues

Live music

Acoustic and low-key live music in bars around Old Town and seafront areas
Occasional weekend performances in Irish and cocktail bars

Sea activities

Boat trips operating from Altea harbour including:
Coastal cruises
Sunset sailing trips
Swimming stops depending on weather conditions

Overall feel

Quiet, scenic, and cultural with a strong focus on relaxation rather than nightlife.

ALBIR / ALFÀS DEL PI – Mixed expat and local activity

Markets

Friday weekly street market with food, clothing, and household goods
Nearby Sunday markets in Altea also attract visitors from the area

Live music

Regular pub and bar entertainment, especially in Irish and rock-themed venues
Weekly live bands and acoustic performances across multiple venues

Cultural venues

Casa de Cultura hosting small theatre events, exhibitions, and community activities
Regular local group meetings and social clubs

Overall feel

Balanced area with both relaxed daytime atmosphere and active evenings.

LA NUCÍA – Local and sporting focus

Markets

Sunday rastro (large flea market with antiques, tools, clothes, and food stalls)
Entertainment
Occasional live music in local bars, mostly weekends

Sports activity

Large sports complex hosting training camps, tournaments, and weekend events

Overall feel

Quiet residential town with activity concentrated around weekends and sports events.

FINESTRAT – Beach and market lifestyle

Markets

Tuesday and Saturday markets in La Cala area with a mix of local produce and goods

Beachfront activity

Beach bars and restaurants increasingly open in the evenings
Sunset dining season beginning again

Entertainment

Low-key live music in beachfront bars rather than organised events

Overall feel

Relaxed coastal town focused on beach life and casual evenings.

OVERALL SUMMARY

Benidorm: busiest area with nightlife, markets, and entertainment

Altea: cultural, scenic, and relaxed

Albir / Alfàs del Pi: balanced mix of live music and expat social life

La Nucía: local, quiet, and sports-focused

Finestrat: beach-oriented and low-key

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Tourism employment in the Valencian Community will grow by 11.7% in 2024 and exceed 300,000 employees for the first time

🌴 What’s On This Week – Costa Blanca

(Benidorm & surrounding areas)

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